The 'technology' isn't available in Australia as yet - it currently features in Sweden's Amelia Magazine.

"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change," the creators explained.

"For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics."

The future of advertising and targeted discounting? Or unhygienic waste?